Carnival Evaluating Media Agency Support and Costs Across Brands

Carnival Corp. Spent $115 Million on U.S. Measured Media in 2014

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Carnival Corp.'s Queen Mary 2.
Carnival Corp.'s Queen Mary 2. Credit: Richard Sheinwald/Bloomberg News
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Carnival Corporation has begun evaluating its global media agency relationships and costs across brands.

"This isn't a formal agency review," said a Carnival spokesman. "Instead, we are simply looking at our agency support and costs across our 10 brands to see if there are any cross-brand opportunities to leverage our scale and coordinate more closely across each of our brands."

While media is a focus, the spokesman said the company is looking at creative as well.

The company owns Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among other international brands.

Carnival spent $115 million on U.S. measured media in 2014, the last full year of available spending data according to Kantar Media. That's up from the $88.9 million it spent in 2013, a year after one of its Costa ships crashed on the coast of Italy and killed 32 people. Following that incident was the company's notorious "poop cruise," in which an engine fire stranded the flagship Carnival line's Triumph ship off the coast of Alabama and left passengers with a limited supply of food, water and plumbing for days.

In 2013, the cruise giant conducted a media agency review, tapping PHD to support its namesake in the U.S. and China, as well as other brands. Carnival also works with Arnold for creative.

Carnival in 2015 bought its first Super Bowl ad as part of its first multi-brand marketing initiative. The spot incorporated all nine of its global brands for a TV, digital and social campaign, to attract more people to cruise vacations following the aforementioned crises that affected the entire industry.

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